If you think giving someone the cold shoulder inflicts pain only on them, beware. A new study shows that individuals who deliberately shun another person are equally distressed by the experience. "In real life and in academic studies, we tend to focus on the harm done to victims in cases of social aggression," says co-author Richard Ryan, professor of clinical and social psychology at the University of Rochester. "This study shows that when people bend to pressure to exclude others, they also pay a steep personal cost. Their distress is different from the person excluded, but no less intense."